Strategic Brand Management

A European Perspective

av Kevin Lane Keller  (häftad, 2011)

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  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 968
  • Utg.datum: 2011-11-29
  • Upplaga: 2
  • Förlag: Financial Times/ Prentice Hall
  • Medarbetare: Aperia, Tony / Georgson, Mats
  • Illustrationer: Illustrations
  • Dimensioner: 254 x 196 x 38 mm
  • Vikt: 1587 g
  • Antal komponenter: 1
  • ISBN: 9780273737872

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<br>"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." -- David Aaker, Professor of Marketing Strategy, "University of California at Berkeley," Author of Building Strong Brands <br><p><br>"After reading Strategic Brand Management, my associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." -- Steve Goldstein, Vice President of Marketing and Research, "Levi's Brand U.S.A." <br><p><br>"Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." -- Al Silk, Professor Emeritus, "Harvard Business School" <br><p><br>"Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." -- Liz Dolan, Vice President of Marketing Communication, "Nike, Inc." <br><p><br>"Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should becongratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." -- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, "Northwestern University" <br><p><br>"The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that, need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." -- Dennis Carter, Vice President, Sales and Marketing, "Intel Corporation" <br><p><br>"Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." -- Allen Adamson, Managing Director, "Landor Associates" <br><p><br>"Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." -- Scott Bedbury, "CEO of Brandstream," author of A New Brand World <br><p><br>"Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion."-- Joanne Bischmann, Vice President of Marketing, "Harley-Davidson Motor Company" <br><p><br>"Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling c

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Övrig information

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Aperia is Visiting Professor at Jonkoping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.


Table of Contents


Guided tour


About the authors

Authors acknowledgements

Publishers acknowledgements


1 Brands and brand management


What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review

Discussion questionsReferences and notes


2 Customer-based brand equity


Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes


3 Brand positioning


Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions

References and notes


4 Choosing brand elements to build brand equity


Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questions

References and notes


5 Designing marketing campaigns to build brand equity


New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questions

References and notes


6 Integrating marketing campaigns to build brand equity


New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes


7 Using secondary brand associations to build brand equity


Conceptualising the process


Country of origin and other geographical areas

Channels of distribution



Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes


8 Developing a brand equity measurement and management system


The new accountability

The brand value chain

Brand audits

Designing brand tracking studies

Establishing a brand equity management system

Chapter review

Discussion questions

References and notes


9 Measuring sources of brand equity: capturing the customer mindset


Qualitative research techniques